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Submitted
January 7, 2023
Accepted
November 20, 2023
Published
November 20, 2023
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Abstract

This research takes the basis of the phenomenon of increasing the use of online shopping platforms, especially Shopee. The purpose of the study was to examine the impact of the  Marketing Mix on student purchase intention at the Robithoh Darussalam Gontor Campus through the Shopee platform. This research methodology uses a quantitative approach with a subjective type, using primary data collected through questionnaires. The analysis method used is multiple regression analysis. The research sample involved 84 respondents who were selected using the Slovin formula technique and random sampling technique. The results showed that (1) the product variable has a positive and significant influence on student purchase intention, (2) the price variable has a positive and significant influence on student purchase intention. (3) Promotion variables also have a positive and significant influence on student purchase intention. All of these variables are part of the influence of the Marketing Mix on student purchase intention at the Robithoh Darussalam Gontor Campus.

Keywords

Marketing MixProductPricePromotionPurchase Intention

Article Details

How to Cite
Dio Samudra. (2023). Pengaruh Marketing Mix terhadap Minat Beli Konsumen Muslim pada Shopee : Studi Kasus Mahasiswa Darussalam Gontor Kampus Robithoh: The Effect of Marketing Mix on Muslim Consumer Purchase Intention at Shopee: Case Study of Darussalam Gontor Robithoh Campus Students. Balanca : Jurnal Ekonomi Dan Bisnis Islam, 4(2), 33–42. https://doi.org/10.35905/balanca.v4i2.4635
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